Piczo
What they Asked us to Do
Piczo has created a space that gives teens around the world the freedom and tools to express themselves and connect with friends in a safer social networking environment. Cohn & Wolfe London was briefed to:
- Introduce and educate potential revenue sources (marketing, advertising, brand decision makers) to Piczo
- Establish Piczo as the leading teen social networking site
- Build Piczo’s credibility as ‘the’ channel via which to reach the elusive teen demographic
What We Did
Built credibility and raised awareness with the marketing and advertising audiences by:
- Managing a targeted ‘meet the media’ programme: - Introduced Piczo to all the key social networking correspondents across both the national and trade press. Relationships with many of the media are now so strong that journalists will frequently pick up the phone to get Piczo’s take on an industry story
- News pipeline – Ensured all media-worthy announcements were communicated to the relevant press and squeezed for all their worth
- Profile Programme – Targeted and secured profiles across the media with Piczo’s key spokespeople
Identified opportunities to engage the elusive teen market, boost visitor numbers and maintain user loyalty
Our Results
Over a three month period:
- Achieved 104 pieces of coverage across the national, trade and online media
- Secured 47 briefings with the top tier trade, national and online media
- Held face to face meetings with every UK national newspaper to introduce them to Piczo
- Successfully raised Piczo’s business profile in UK across national, advertising and new media and marketing press